THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE A CASE STUDY OF SELECTED TEXT BOOK PUBLISHING COMPANIES IN OWERRI

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ABSTRACT

This study is a research into the effect of market segmentation and positioning on company performance in selected textbook publishing firms in Owerri.

The study seeks to find out how market segmentation and product positioning help the firms in achieving greater part of itâ€™s sales objectives.

In an attempt to carry out the study effectively, a total sample of sever firms were judgmentally selected this simple random sampling technique and the chi-square statistical tools was used for this study:

i.From the analysis of the data was deduced that the selected firms consider the application of market segmentation and positioning as why important part of firms sales objectives

ii.The selected firm also uses product positioning to achieve their aims.

iii.The firms marketing operations are regionally structured however, it was noted that the firms is selling to all the academic field.

Finally the adequate provision of funds.

a.There should be adequate provision of funds.

b.The firms should engage more in market research and survey the organization should put in more effect to train their sales executive.

c.The should improve on advertising and other sales promotional mix.

d.Lastly , the issue of transportation and distributional facilities should be improved

TABLE OF CONTENT

Cover page

Title page

Dedication

Approval page

Acknowledgement

Abstract

Table of contents

CHAPTER ONE

Introduction

1.1 Background of the study

1.2 Statement of problem

1.3 Purpose of the study

1.4 Research question

1.5 Statement of hypothesis

1.6 Significance of the study

1.7 Scope of the study

1.8 Definition of terms.

CHAPTER TWO

Literature review

2.1 Meaning and scope of segmentation and positioning

2.2 Bases for segmentation and positioning

2.3 Criteria for segmentation and positioning

2.4 Attributes used to select target segments

2.5 Why segmenting market and product positing

2.6 Factor influencing segmentation and position

2.7 Qualities of a market segmentation & positioning

2.8 Tactical application

2.9 Types of market segment & positioning

CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Introduction

3.2 Research design

3.3 Methods of data collection

3.4 Sample plan

3.5 Data analysis techniques

3.6 Limitations of the study

CHAPTER FOUR

4.1 Data presentation and analysis

4.2 Discussion and finding

CHAPTER FIVE

5.1 Summary and findings

5.2 Conclusion

5.3 Recommendation

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THE EFFECT OF MARKET SEGMENTATION AND POSITIONING ON COMPANY PERFORMANCE A CASE STUDY OF SELECTED TEXT BOOK PUBLISHING COMPANIES IN OWERRI

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